As a key member of the Creative Direction team, as well as a Scriptwriter and Copywriter, I created a total of 11 campaigns for L'Occitane Group. While it would be impossible to list them all here, I’ll highlight one that I particularly love: Mandacaru, from L'Occitane au Brésil.
Mandacaru refers to products made with an ingredient that grows in the Caatinga (a Brazilian biome) and embodies the essence of Brazilian culture. That’s why we chose Juliette, Brazilian singer, as the ambassador, as she proudly embraces her northeastern roots. The expression "What a (good) smell!" (PT: "Um cheiro! E que cheiro!") not only represents a trademark of the northeast, but also connects to the unique scent of the products, guiding the affectionate tone of the campaign until its end.
Our concern, considering the brand’s strong sustainable appeal, was also to educate the consumer. Through documentary-style videos and informative posts we shared the entire journey of the Mandacaru with our audience — from its planting to the store shelf — while respecting all its producers and suppliers, personified by the figure of Sr. Alcides, a real Brazilian producer from the Caatinga biome.
In the reference moodboards, we combined elements with a touch of rusticity and vibrant, illuminated colors that reflect the brand’s identity and the dry landscapes of Brazil.
The visual concepts, with the manifesto, brought the entire campaign to life: digital content, live streams, key visuals, and even activation pieces for the points of sale.
Here, you can check the Key Visual, which presents product information in a clear and concise way, with a glimpse of our amazing photoshoot. Now you can travel to Brazil's Northeast through a little pot! <3
Partner: Integer/Outpromo